In its desire to become net zero, AB InBev’s Mexican beer label Corona has been recovering plastic released into the ocean and beaches, and to mark World Ocean Week, it released an augmented reality (AR) experience to challenge consumers to reduce their own personal plastic footprint.
“Plastic Reality” users will be able to estimate their annual plastic footprint by answering some basic questions around their consumption habits. That footprint is visualized through AR pieces of plastic that wash ashore in their world. A portal then opens to take the user to a polluted beach to show the harm and prompt users to act.
The campaign was developed by Wieden + Kennedy Portland and includes a dedicated website to provide further information around the “Plastic Reality” project has also been developed.
“As a brand born at the beach and deeply connected with nature, Corona has a responsibility to do all it can to be an ally to our environment and our oceans,” said Felipe Ambra, global vice president of marketing at Corona, in a statement.
Eye-opening project
Ambra highlighted the achievement of becoming the first global beverage brand to achieve a nero plastic footprint while protecting the world’s oceans and beaches.
“We can’t do it alone,” he said, explaining the purpose of the AR experience. “Seeing your full year’s worth of plastic in your living room is truly eye-opening, and hopefully will inspire people to reduce their personal plastic use and their impact on the environment.”
Elsewhere, Corona licensee Constellation Brand which operates the beer in the U.S., has pledged to clean up 100 beaches and remove a million pounds of plastic by its 100th birthday in 2025. To do that, the brand has also begun the “Protect Our Beaches” campaign involving a cleanup initiative in Miami to remove over 30,000 pounds of plastic waste. A video of the initiative has been released on its YouTube account.
In becoming net zero for plastic, Corona has assessed its operations through climate solutions provider South Pole’s 3RI Corporate Plastic Stewardship Guidelines. This measured Corona’s remaining plastic usage through its products and distribution logistics process. The company also invested in Mexican recycling facility Mexico Recicla to improve its plastic reuse abilities.
The company offered an update on its commitment to protecting oceans and beaches, revealing that it had conducted over 1,400 cleanups, engaging over 68,000 volunteers to collect more than 44 million square meters of beach.
